We’re excited to introduce you to the always interesting and insightful Amanda Held. We hope you’ll enjoy our conversation with Amanda below.

Amanda , thanks for taking the time to share your stories with us today It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.

In 2013, I experienced what felt like the ultimate loss—my father and business partner passed away unexpectedly from a heart attack. It was devastating on every level. My home, my farm, my business, and even my beloved horses were all gone. The dream life I had built seemed to vanish overnight. I left behind the life I loved and went to work in corporate America, thinking that chapter of my life was over. I had no intention of ever restarting my business.

Then, I met my husband, Justin. As I shared stories about my work helping veterans heal through the power of rescue horses, he could see the passion that still lived within me. He believed in me more than I believed in myself at the time. He encouraged me to try again and promised to stand by me every step of the way. His belief in me reignited something I thought I had lost. In 2016, I decided to start over and rebuild HOOVES, an organization dedicated to helping veterans heal through the transformative power of rescue horses.

By 2018, things were taking off. The community began to notice the impact of our work, and we entered into a partnership with a large local company. They pledged $1 million over three years to support our mission. Around the same time, a woman approached me with an offer to sell us her 30-acre horse farm. It was perfect for what we needed—a place where we could better serve veterans and rescue horses. It felt like a dream come true. We moved into the farm that October.

But life had another curveball in store. Just two months later, days before Christmas, the company that had pledged the $1 million called to tell me they couldn’t follow through on their commitment. It was a crushing blow. Justin and I didn’t have the personal resources to afford the farm, and most people probably would have packed up and moved out immediately. But something inside me said no. I decided to take a risk and see how long we could make it work.

I initiated a press conference and turned to the community for help. The response was overwhelming. Together, we raised enough money for the down payment on the farm. Over the next three years, through relentless effort and the support of so many, we raised $1 million on our own. That farm became the heart of HOOVES, a place where healing happens every day.

Since then, HOOVES has been able to serve over 1,000 veterans and their families across the nation. We’ve produced a documentary, expanded to global outreach, and are now teaching others how to make an impact through equine-assisted services. That moment of loss in 2013, as devastating as it was, became the foundation for a mission greater than I ever imagined. And through it all, Justin and I have walked this path together, turning challenges into opportunities to serve others.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Amanda Held, founder of HOOVES (Healing of Our Veterans through Equine-Assisted Services) and CEO of the Equine Wisdom Institute. I’m also a podcast host, veteran, mustang gentler, author, and healing facilitator. My journey into this field began with a deep love for horses and a calling to serve those who have sacrificed so much for our country. Over the years, my passion has evolved into a mission to help others transform their lives through the healing power of horses.

At HOOVES, we help veterans heal emotionally, mentally, and spiritually through the power of rescued horses. Our programs bring veterans together in a safe, supportive environment where they can reconnect with themselves, their purpose, and their community. The rescued horses play an integral role in this process. Their intuitive nature and honest feedback help participants gain insights, release emotional burdens, and rebuild trust and hope.

Through the Equine Wisdom Institute, we extend this work by teaching others how to use the wisdom of horses to facilitate healing, personal growth, and connection. Whether it’s through workshops, facilitator training, or our online programs, we empower people to integrate the transformative lessons of horses into their lives or businesses. Just like at HOOVES, horses are at the heart of everything we do here.

In addition to these roles, I host The Pegasus Perspective podcast, where I share inspiring stories about the power of horses to heal, connect, and transform lives. The podcast features guests who have overcome challenges with the help of horses and offers a platform to spread awareness about the profound bond between humans and these magnificent animals.

The problems we solve at HOOVES are deeply rooted in the challenges veterans face when transitioning back to civilian life—PTSD, anxiety, depression, and feelings of isolation. We help veterans reclaim their lives, process their trauma, and rediscover hope. At the Equine Wisdom Institute, we address a different but equally important need—teaching others how to apply equine principles of connection, authenticity, and balance to create meaningful change in their lives and communities.

What sets us apart is the way we combine the healing power of horses with a deep understanding of human connection and personal transformation. Whether it’s a veteran rediscovering purpose or someone learning to work with horses to guide others, the common thread is the wisdom horses provide and the safe, judgment-free spaces we create for growth.

I’m most proud of the ripple effect this work has had. At HOOVES, we’ve served over 1,000 veterans and their families, raised awareness for veteran suicide prevention through programs like Miles 2 Freedom, The Patriot Project for at-risk youth, and inspired global audiences through our documentary, HOOVES: Healing Our Veterans. Through the Equine Wisdom Institute, I’ve been able to empower others to bring the transformative power of horses to their own communities and lives.

If there’s one thing I want people to know about my work, it’s this: healing is possible—even when it feels out of reach. Whether it’s through rescued horses at HOOVES, the wisdom shared at the Equine Wisdom Institute, or the stories told on The Pegasus Perspective, everything I do is about creating connection, restoring hope, and transforming lives through the incredible power of horses.

Putting training and knowledge aside, what else do you think really matters in terms of succeeding in your field?

In my experience, personal relationships are everything. They’re not just important—they’re the foundation for success and sustainability in everything I do. Whether it’s building trust with veterans, connecting with donors, or collaborating with community partners, relationships are at the heart of it all. People want to feel valued, heard, and like they’re a part of something meaningful. When you cultivate genuine connections, you create a network of support that not only helps you grow but also makes your work more impactful and enduring.

At HOOVES, we are privately funded, and that has only been possible because of the relationships we’ve developed. It’s not about transactional giving; it’s about creating a shared vision with the people who support us. Whether it’s a small, consistent donor, a major gift, or a business partnership, these relationships are built on mutual trust, shared purpose, and authenticity. Every connection is meaningful, and those relationships sustain our mission long term.

This same philosophy applies to the work we do with the Equine Wisdom Institute. The bonds we build with our participants, facilitators, and even the horses themselves ensure the success and sustainability of the programs. Authentic relationships allow us to create safe spaces for growth and healing, where people feel supported and inspired to contribute to the community we’re building.

Aside from training and knowledge, I believe the most critical ingredient for success in this field is emotional intelligence. This means being able to understand and connect with people on a deeper level—listening, empathizing, and meeting them where they are. It’s not just about skills; it’s about making people feel seen and understood, whether it’s a veteran sharing their story or a donor considering how they can make an impact.

Passion and authenticity are equally important. When people see that you genuinely believe in what you’re doing, they’re more likely to want to be a part of it. This work is deeply personal, and the sincerity of your mission will resonate with those who can help you move it forward. Combined with the ability to build and nurture strong relationships, passion and authenticity make it possible to not only succeed but to thrive in a sustainable way.

Ultimately, success in this field comes down to the ability to create meaningful connections—with people, with horses, and with the mission itself. Relationships are the foundation for everything we do, and they are what keep us moving forward, no matter the challenges.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Building a reputation within my market has come down to two key things: producing incredible results and sharing those results through powerful storytelling.

At HOOVES, the results speak for themselves. We’ve helped over 1,000 veterans and their families reclaim their lives, overcome trauma, and rediscover hope through the healing power of rescued horses. These are life-changing transformations—veterans going from hopelessness and isolation to finding purpose and joy again. That level of impact builds trust and credibility. When people see that you’re not only passionate about your mission but that you consistently deliver real, measurable results, they naturally want to support and align with your work.

But producing results is only part of the equation. The other piece is sharing those results in a way that inspires others to care. For me, storytelling has been the most powerful tool to amplify our impact. It’s not just about numbers—it’s about the people behind those numbers. Whether it’s a veteran sharing how their life changed during a HOOVES intensive, a story of a rescue horse finding a new purpose, or a community coming together to achieve something extraordinary, storytelling makes the results real and relatable.

Our documentary, HOOVES: Healing Our Veterans, is a perfect example of this. It doesn’t just show what we do; it immerses viewers in the heart of our mission, highlighting the courage of the veterans we serve and the transformative bond between humans and horses. The same goes for our podcast, The Pegasus Perspective, where we share powerful stories of healing and connection. These platforms allow us to share the depth of our work with a larger audience, showing them the impact of their support and inviting them to be part of the journey.

What helped build our reputation was the combination of delivering exceptional outcomes and letting people experience the “why” behind those results through stories. When people connect emotionally to your mission—when they can see the faces, hear the voices, and feel the power of what you’re doing—it builds trust, loyalty, and a community of advocates who believe in your work as much as you do.

Ultimately, the reputation of HOOVES and the Equine Wisdom Institute has been built on a foundation of transformation and authenticity. By staying true to our mission, consistently delivering on our promises, and sharing those wins in ways that inspire and unite people, we’ve been able to create a reputation that stands out in the equine and veteran services space. It’s about more than just results—it’s about making those results matter to everyone we touch.

Contact Info:

• Website: www.hooves.us / equinewisdominstitute.org
• Instagram: @hoovesfovets / equinewisdominstitute
• Facebook: @hoovesforvets / https://www.facebook.com/share/1AiCAuDR28/?mibextid=wwXIfr
• Linkedin: https://www.linkedin.com/in/h-o-o-v-e-s-sanctuary-and-healing-center-85a156240?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
• Youtube: https://youtube.com/@hoovesforvets8032?si=XCzAUJbeFp00mpMS / @equinewisdominstitute

Image Credits
Shanyn Fiske